Podcast appearances and mentions of andy raskin

Join hosts Jacob Cass and Matt Davies as they highlight the best insights from 2024's top branding experts on Just Branding. This episode features the brightest minds, including Byron Sharp, Andy Raskin, Alex Smith, Alexandra Watkins, Tom Roach, Nick Asbury, Maria Brasil, and more. From brand positioning models to strategic narratives, purpose-driven branding, and the future of strategy, we explore actionable advice and thought-provoking ideas to help you grow your brand. Discover: • Differentiation vs. distinctiveness • Humour in branding • Brand naming secrets • Streamlined strategy frameworks Whether you're a strategist, designer, or brand leader, this “best of” episode distills the key themes that shaped branding in 2024. Tune in and get inspired!

This episode features an interview with Andy Raskin, Strategic Narrative Consultant, who aligns CEOs and their teams around a strategic narrative — to power success in sales, marketing, fundraising, product and recruiting.In this episode, Andy shares what a strategic narrative is, how CMOs should think about it, and how to get CEO-buy-in.Key Takeaways:Clarifying and developing your strategic narrative is a leadership level task that requires buy-in from the full executive team, and buy-in from the CEO is crucial. A successful strategic narrative transforms the act of buying into that of joining a movement. The process of developing a strategic narrative often reveals misalignment within leadership teams, even amongst teams who think they are on the same page. Quote: “I always start asking, okay, what are the pieces of this story? I'd say there's always, there's like a little bit of alignment, but almost every time there's, people are going in different directions, and very often I'll get, oh yeah, the CEO will say, yeah, me and the CMO or me and the CFO we're totally on the same page, like talking to the same person. And then I'll ask and it turns out quite different about how they want to talk about the company and build this narrative. So it's a very common thing, yes. When I send out a proposal, I used to say like strategic narrative creation or something like that, and I changed it to strategic narrative alignment. Because I really do think that, at the end of the day, that's the work.”Episode Timestamps: *(02:26) What is a strategic narrative? *(08:10) How should CMOs think about strategic narrative? *(16:52 ) How to get CEO buy-in *(40:15 ) Quick Hits: Andy's Quick HitsSponsor:Pipeline Visionaries is brought to you by Qualified.com, the #1 Conversational Marketing platform for companies that use Salesforce and the secret weapon for pipeline pros. The world's leading enterprise brands trust Qualified to instantly meet with buyers, right on their website, and maximize sales pipeline. Visit Qualified.com to learn more.Links:Connect with Ian on LinkedInConnect with Andy on LinkedInLearn more about Andy's workLearn more about Caspian Studios

In this episode Matt and Jacob sit down with the master of 'Strategic Narrative' Andy Raskin. Andy walks through how to create a narrative which positions your brand as the front runners in a movement and how this cuts through noise and galvanises companies around a powerful purpose. If you want help punching up your brand positioning, this episode is not to be missed.

Hiya! This episode is the 2nd in a 3-part series of episodes where I explore 3 topics: Positioning (last episode) Strategic Narrative (this one) Category Design (next time) I hear these concepts being thrown around all the time but not always fully understood. What are the key differences?  When should you use one method over another? What's my take on them? Which one do I think is actually the most helpful and WHY? Andy Raskin is the master of strategic narrative. He helps CEOs align their teams around a strategic narrative to power success in sales, marketing, fundraising, product and recruiting. Clients include VC-backed companies funded by top VC firms like Andreessen Horowitz, Accel, Google Ventures, and First Round Capital. Also in this episode: Quick review of strategic narrative; What's the best way to write it down; Strategic narrative is one story to rule it all, from the old way to the new way, but in many cases there are multiple new ways, so how do you convince someone that your way is the best new way; Investors and employees love old game vs. new game thinking and creating a movement but do prospects actually get it in a sales meeting; Should you position yourself as an expert and "teach" on a sales call; Why don't more companies adopt the Strategic Narrative mindset; What's the difference between Strategic Narrative and Category Design; Andy asks me his burning question. You can find Andy on LinkedIn: ⁠www.linkedin.com/in/andyraskin Andy's website: andyraskin.com Andy's podcast: ⁠andyraskin.com/podcast For more content, subscribe to Modern Startup Marketing on Apple or Spotify or wherever you like to listen, and don't forget to leave a review if you're lovin' the show! And whenever you're ready, there are 3 ways I can help you: 1. fractional head of marketing for early stage startups >> ⁠⁠⁠⁠⁠⁠⁠furmanovmarketing.com⁠⁠⁠⁠⁠⁠⁠ 2. sponsor my Top 5% podcast and get startup founders, marketers and VCs hearing about your brand >> ⁠⁠⁠⁠⁠⁠⁠podcast.furmanovmarketing.com⁠⁠ 3. ⁠⁠⁠⁠⁠⁠⁠⁠sign up to get my monthly early stage startup marketing newsletter⁠⁠⁠⁠⁠⁠⁠⁠ where I'm sharing playbooks and insights and cracking some jokes You can also find me hanging out on LinkedIn, definitely say hello and tell me what you're building >> ⁠⁠⁠⁠⁠⁠⁠www.linkedin.com/in/annafurmanov --- Send in a voice message: https://podcasters.spotify.com/pod/show/anna-furmanov/message

In this episode, Bill interviews Andy Raskin, an expert on strategic narratives. They discuss how to craft a compelling story that frames your product or service within a broader movement that your customers want to be a part of. Andy shares his methodology for identifying the old mindset versus the new, defining a "buyer mission statement," and mapping how your offering enables customers to achieve that mission by overcoming key obstacles. This narrative becomes a rallying cry for your sales, marketing, and product teams. Tune in to learn how shaping your strategic narrative can transform stagnant products into exciting movements that prospects gravitate toward.To learn more about Andy and the work he does, go to https://andyraskin.com.Learn the secrets to exponentially growing your business and income in 2024 with proven leverage strategies at our upcoming Masterclass on January 31st. Save your spot here: http://billcaskey.com/masterclass

On the 21st episode of Run The Numbers, CJ sits down with Andy Raskin, a prominent Strategic Narrative consultant to venture-backed CEO and leadership teams. They discuss the importance of strategic narrative in conveying the value of a company and tell a powerful story to investors, highlighting the approach of naming the old game and the new game, interpreting transitions in the market as 'life and death' stakes, demonstrating how old tools weren't built for the new challenges, and how to keep updating a company's strategic narrative. Tropic is the next-generation Procurement Platform that's helping modern CFOs take control of their budgets and bottom line, head to www.tropicapp.io/metrics. --- SPONSORS: Tropic is the next-generation Procurement Platform that's helping modern CFOs take control of their budgets and bottom line. By combining approval workflows, supplier management, and pricing benchmarks all in one place, Tropic makes savings opportunities easy to find and act on.

On the 21st episode of Run The Numbers, CJ sits down with Andy Raskin, a prominent Strategic Narrative consultant to venture-backed CEO and leadership teams. They discuss the importance of strategic narrative in conveying the value of a company and tell a powerful story to investors, highlighting the approach of naming the old game and the new game, interpreting transitions in the market as 'life and death' stakes, demonstrating how old tools weren't built for the new challenges, and how to keep updating a company's strategic narrative. Tropic is the next-generation Procurement Platform that's helping modern CFOs take control of their budgets and bottom line, head to www.tropicapp.io/metrics. --- SPONSORS: Tropic is the next-generation Procurement Platform that's helping modern CFOs take control of their budgets and bottom line. By combining approval workflows, supplier management, and pricing benchmarks all in one place, Tropic makes savings opportunities easy to find and act on.

April Dunford is a speaker, mentor, podcaster, best-selling author, and beloved returning guest to the show. Last year, she joined me on the pod to discuss product positioning and differentiated value. Today, April offers invaluable insights from her latest book, Sales Pitch: How to Craft a Story to Stand Out and Win. We go deep on the art of effective pitching and selling, and April shares the specific framework she's used to successfully pitch products at companies like Google, IBM, Postman, and Epic Games. Together we discuss:• Tactical advice on pitch creation and testing• Real-life examples of companies transforming their narratives into successful sales strategies• How to combat customer inaction• How to become your prospect's guide in their buying journey• The importance of differentiated value• Marketing's role in the process• Why you should avoid FOMO as a sales strategy• Tips for handling objections—Brought to you by Composer—the AI-powered trading platform | Eppo—Run reliable, impactful experiments | LinkedIn Ads—Reach professionals and drive results for your business—Find the full transcript at: ⁠https://www.lennyspodcast.com/a-step-by-step-guide-to-crafting-a-sales-pitch-that-wins-april-dunford-author-of-obviously-awesom/⁠—Where to find April Dunford:• Website: https://www.aprildunford.com/• LinkedIn: https://www.linkedin.com/in/aprildunford/• Newsletter: https://aprildunford.substack.com/—Where to find Lenny:• Newsletter: https://www.lennysnewsletter.com• X: https://twitter.com/lennysan• LinkedIn: https://www.linkedin.com/in/lennyrachitsky/—In this episode, we cover:(00:00) April's background(03:46) Fixing poor positioning with storytelling at Help Scout(12:22) Pitch components: setup and differentiated value(14:13) Wrapping up the sales pitch(15:56) Handling objections effectively(19:13) Understanding buyer's mindset and market perception(25:46) Avoiding FOMO as a sales strategy(29:28) Lenny's stressful experience buying community forum software for Airbnb(31:04) Empowering champions within client businesses(34:36) Who this framework is useful for(36:38) Advice on working cross-functionally(38:59) Differentiated value defined with examples(44:16) Selling with calm confidence(46:19) Qualifying leads(48:31) April's thoughts on category creation(53:05) Geoffrey Moore's “bowling pin strategy”(55:21) Conclusion of the setup phase: sharing the perfect world(57:11) The follow-through: differentiated value with proof and objection refutation(1:00:21) Why sales pitches fail(1:01:30) Best practices for pitch testing(1:05:32) General timeline for positioning and pitch creation(1:06:50) Marketing's role in the process(1:08:38) The impact of developing a killer sales pitch(1:10:39) Andy Raskin's positioning framework(1:15:50) Lightning round—Referenced:•April Dunford on product positioning, segmentation, and optimizing your sales process: https://www.lennyspodcast.com/april-dunford-on-product-positioning-segmentation-and-optimizing-your-sales-process/• A Quickstart Guide to Positioning: https://www.lennysnewsletter.com/p/positioning• Obviously Awesome: How to Nail Product Positioning So Customers Get It, Buy It, Love It: https://www.amazon.com/Obviously-Awesome-Product-Positioning-Customers/dp/1999023005• Sales Pitch: How to Craft a Story to Stand Out and Win: https://www.amazon.com/Sales-Pitch-Craft-Story-Stand-ebook/dp/B0CHY6BNDN• Help Scout: https://www.helpscout.com/• Mastering Jobs Theory with Bob Moesta: https://www.positioning.show/mastering-jobs-theory-with-bob-moesta/• The ultimate guide to JTBD | Bob Moesta (co-creator of the framework): https://www.lennyspodcast.com/the-ultimate-guide-to-jtbd-bob-moesta-co-creator-of-the-framework/• Salesforce: https://www.salesforce.com/• Salesforce Completes Acquisition of Sales-Enablement Company LevelJump: https://www.salesforce.com/news/stories/leveljump-and-salesforce/• How to become a category pirate | Christopher Lochhead (author of Play Bigger, Niche Down, Category Pirates, more): https://www.lennyspodcast.com/how-to-become-a-category-pirate-christopher-lochhead-author-of-play-bigger-niche-down-category/• Siebel: https://docs.oracle.com/en/applications/siebel/index.html• Qualtrics: https://www.qualtrics.com/• Bowling Pin in Product Development: https://www.linkedin.com/pulse/bowling-pin-product-development-ashok-das/• Inside the Tornado: Strategies for Developing, Leveraging, and Surviving Hypergrowth Markets: https://www.amazon.com/Inside-Tornado-Strategies-Developing-Hypergrowth/dp/B000AAN4VM• The power of strategic narrative | Andy Raskin: https://www.lennyspodcast.com/the-power-of-strategic-narrative-andy-raskin/• La Product Conf: https://www.laproductconf.com/• Thiga: https://www.thiga.co/• The JOLT Effect: How High Performers Overcome Customer Indecision: https://www.amazon.com/JOLT-Effect-Performers-Overcome-Indecision/dp/0593538102• The Challenger Sale: Taking Control of the Customer Conversation: https://www.amazon.com/Challenger-Sale-Control-Customer-Conversation/dp/1591844355• The Challenger Customer: Selling to the Hidden Influencer Who Can Multiply Your Results: https://www.amazon.com/Challenger-Customer-Selling-Influencer-Multiply/dp/1591848156• Positioning: The Battle for Your Mind: https://www.amazon.com/Positioning-Battle-Your-Mind-Anniversary/dp/0071359168• Parasite on Amazon Prime: https://www.amazon.com/Parasite-English-Subtitled-Kang-Song/dp/B07YM14FRG• Snowpiercer on Netflix: https://www.netflix.com/title/70270364• Lamy AL-star fountain pen: https://www.amazon.com/Lamy-Al-Star-Fountain-Graphite-L26F/dp/B000R309UQ• Muji gel pens: https://www.amazon.com/Muji-Point-Black-0-38mm-Japan/dp/B01N8QNC59—Production and marketing by https://penname.co/. For inquiries about sponsoring the podcast, email podcast@lennyrachitsky.com.—Lenny may be an investor in the companies discussed. Get full access to Lenny's Newsletter at www.lennysnewsletter.com/subscribe

Brought to you by Coda—Meet the evolution of docs | Lenny's Job Board—Hire the best product people. Find the best product gigs | Eco—Your most rewarding app—Andy Raskin helps CEOs align their leadership teams around a strategic narrative—a single story that powers success in sales, marketing, product, fundraising, and recruiting. His clients include Gong, Dropbox, Uber, Salesforce, Square, and IBM. In today's episode, we discuss:• What a strategic narrative is, and how to craft one• How having a strategic narrative can bring alignment to your entire company• Examples of strategic narratives in action• Who needs a strategic narrative and who doesn't• Why Andy thinks about movements instead of categories—Find the transcript at: https://www.lennyspodcast.com/the-power-of-strategic-narrative-andy-raskin/#transcript—Where to find Andy Raskin:• LinkedIn: https://www.linkedin.com/in/andyraskin/• Website: https://www.andyraskin.com/• Podcast: https://andyraskin.com/podcast/—Where to find Lenny:• Newsletter: https://www.lennysnewsletter.com• Twitter: https://twitter.com/lennysan• LinkedIn: https://www.linkedin.com/in/lennyrachitsky/—In this episode, we cover:(00:00) Andy's background(08:03) What is a strategic narrative?(10:34) How Salesforce would have pitched the old way(12:02) Examples of a strategic narrative in action (15:23) How one piece of writing skyrocketed Andy's career(16:40) The power of writing online(17:53) Two paths to writing online(19:27) Naming the old game(20:59) Naming the stakes (23:29) Naming the objective(25:17) Naming the obstacles(26:35) Overcoming the obstacles(26:57) How the strategic narrative parallels the hero's journey (28:25) Telling one story well vs. being a good storyteller(29:18) The 5-step framework summarized(31:33) An example of the 5-step framework in action(36:12) The impact of shifting to the strategic narrative approach (39:08) Companies that are nailing their strategic narrative (40:36) Why Andy thinks about movements instead of categories(44:15) Should every company have a strategic narrative?(46:33) Signs that something is broken in your strategic narrative(48:53) Steps to get started on your own(51:36) How to reach Andy(51:53) Why the second session is the low point in the process(55:30) Why the CEO needs to be part of the process(57:40) Lightning round—Referenced:• Salesforce: https://www.salesforce.com/• Marc Benioff: https://www.linkedin.com/in/marcbenioff/• Zuora: https://www.zuora.com/• The Greatest Sales Deck I've Ever Seen: https://medium.com/the-mission/the-greatest-sales-deck-ive-ever-seen-4f4ef3391ba0• Gong: https://www.gong.io/• Tien Tzuo: https://www.linkedin.com/in/tientzuo/• Want a Better Pitch? Master the “Move”: https://medium.com/firm-narrative/want-a-better-pitch-master-the-move-5fbee071ca7f• Star Wars: https://www.starwars.com/• The Hero with a Thousand Faces: https://www.amazon.com/Thousand-Faces-Collected-Joseph-Campbell/dp/1577315936• 360Learning: https://360learning.com/• Nick Hernandez: https://www.linkedin.com/in/nicoconut/• Amit Bendov: https://www.linkedin.com/in/amitbendov/• Drift: https://www.drift.com/• OneTrust: https://www.onetrust.com/• “Shitty First Drafts” by Anne Lamott: https://learning.hccs.edu/faculty/pamela.golden/engl2327/shitty-first-drafts-by-anne-lamott/view• Story: https://www.amazon.com/Story-Substance-Structure-Principles-Screenwriting/• Out of Sheer Rage: https://www.amazon.com/Out-Sheer-Rage-Wrestling-Lawrence/• Station Eleven: https://www.imdb.com/title/tt10574236/• Fitbit: https://www.fitbit.com/global/us/home• Apple Watch: https://www.apple.com/watch—Production and marketing by https://penname.co/. For inquiries about sponsoring the podcast, email podcast@lennyrachitsky.com.—Lenny may be an investor in the companies discussed. Get full access to Lenny's Newsletter at www.lennysnewsletter.com/subscribe

Dr Phil is joined by Andy Raskin, most well-known for his work in helping venture-backed CEOs and their leadership teams align around a high-level story that powers success—in sales, marketing, fundraising, product development and recruiting—by getting everyone on the same page about strategy and differentiation through what's known as The Strategic Narrative.In this episode, Phil and Andy discuss the importance of the strategic narrative in sales and how it can emotionally engage buyers and challenge their own status quo. They explore how storytelling can create a stronger connection with customers and how the strategic narrative has evolved into much more than just a sales deck. They also discuss:-       [08:26] How the strategic narrative is actually the company's strategic position in the market-       [24:27] The 5 steps to creating a Strategic Narrative-       [36:20] How you can use the Strategic Narrative to emotionally engage with your buyersListen in to learn how to create a compelling narrative that resonates with your customers.Also, take a look at Andy's blog which has gained over 3 million views (between Medium and LinkedIn) - http://bit.ly/greatest-sales-deck Connect with Philip Squire on LinkedIn - https://www.linkedin.com/in/philipsquire/ Connect with Andy Raskin on LinkedIn - https://www.linkedin.com/in/andyraskin/ Sign up for our Sales Transformation community - https://info.consalia.com/consalia-community Make sure you're following us on LinkedIn and Twitter to get updates on the latest episodes! Also, take our Mindset Survey and find out if you are selling to customers the way they want to be sold to today - https://www.consalia.com/mindset-survey/?utm_medium=podcast&utm_source=transistor&utm_campaign=tl23 

Josh answers listener questions about category creation.  How does Andy Raskin's idea of "the old way vs. the new way," when creating a strategic narrative, relate to category?There's a lot of chatter about companies creating their own media brands. Will this replace category creation? How do you see those two things working together? My company is SEO crazy, but how do you do SEO for a category that doesn't exist yet? Submit questions and subscribe to our newsletter here: categoryfirst.substack.com

Andy Raskin is the storyteller of Silicon Valley, the master of strategic narrative. Andy helps CEOs align their teams around a strategic narrative in order to power success in sales, marketing, fundraising, product and recruiting. Clients include VC-backed companies funded by top VC firms like Andreessen Horowitz, Accel, Google Ventures, and First Round Capital. He's also led strategic narrative training at Salesforce, Uber, Square, Yelp, VMware, Intel, General Assembly and more. On Andy's podcast "The Bigger Narrative" he talks to CEOs from companies like Zuora, Grin, 360Learning, and Contentful about the power and impact of strategic narrative. Andy was on the show before - Episode 61 - “How To Tell A Different Story And Create A Movement” back in 2021! So check that one out too. In this episode we cover: Quick reminder re: what is strategic narrative; What does creativity mean to you; Why startups that are using strategic narrative tend to be more creative (they're using story as the groundwork for everything they do); How to run an effective brainstorming session (need to separate idea generation + evaluation); Andy's creative inspirations. You can find Andy on LinkedIn Check out his website For more content, subscribe to Modern Startup Marketing on Apple or Spotify or wherever you like to listen, and don't forget to leave a review! And whenever you're ready, there are 3 ways I can help you: 1. Startup marketing strategy, execution and advising, I'm like your fractional head of marketing (25+ happy clients and mentees) >> www.furmanovmarketing.com 2. Sign up to get my monthly newsletter where I'm sharing playbooks and insights and cracking some jokes that will make you smile guaranteed >> https://share.hsforms.com/1cP1V40x7RGes5gHk1XNgNw47lba 3. Sponsor my Top 5% podcast and get startup founders, marketers and VCs hearing about your brand >> https://anchor.fm/anna-furmanov You can also find me hanging out on LinkedIn every week: www.linkedin.com/in/annafurmanov --- Send in a voice message: https://anchor.fm/anna-furmanov/message

Join special guest Andy Raskin for his perspective on the power of storytelling for Solutions teams–a topic he'll address in his UNXPCTD keynote. Andy has helped some of the biggest names in tech align their teams around a strategic narrative to drive success across GTM. Save your seat for the full talk at https://unxpctd.vivun.com/.

Cybersecurity is a notoriously technical and overcrowded arena. You're solving problems in a way that your average prospect will not always naturally grasp. Not to mention, the competition is stiff. How do you bridge the gap between your product and its buyers, stand out from the crowd and sound different… even when your product shares similarities with your competitors in the market?The answer is by leveraging the power of story in your brand narrative, and in this episode I sit down with the man, the myth, the legend Andy Raskin (he's also a strategic narrative expert!)  to discuss how to use it in order to get attention and interest. You'll Learn:How Zuora Corp exploded their sales by differentiating themselves in the subscription billing solutions market and shifting from a benefits-driven model to a strategic narrative one that answered fundamental questions in their industry. The key to bringing more emotion into your marketing that can actually foment a movement among your buyers, changing the industry in which you sell products.Why it's critical that your business shifts from “Listen, we built this great product. It has amazing things” to utilizing narrative, and how to start doing that.How to bring narrative into your product even at the development stage so that you create revolutionary products the world needs. Support the show

Si vous ne vous positionnez pas, vous laissez les autres le faire à votre place. Risqué, non ? 

Shahin chats with Tim Beveridge, Founder and CEO of Modern Marketing Group and CMO of Versent about whether you should choose an agency role or work on the client side. Tim is an innovative and commercially focused marketing consultant with 20+ years of experience helping deliver consumer centric and profitable growth. His experiences include leveraging his skills through digital experience agencies, creative advertising agencies, MarTech businesses, media agencies, and client-side roles across almost every category of B2B and B2C marketing. Resources mentioned in this episode: For starting out in your marketing career, Tim recommends: 22 immutable laws of marketing by Al Ries & Jack TroutTruth, lies, and advertising: The art of account planning by Jon Steel Midway through your career: Get an MBA at a good school (MBS or AGSM) - don't let the finances scare you away OR Mini MBA in Marketing with Mark RitsonData Smart: Using Data Science to Transform Information into Insight by John W. Foreman Later in your career: Network - the best resource you could have Although there is no set playbook, they can still be helpful as long as you don't get distracted by the tactics, focus on strategy. Tim recommends: Andy Raskin's Strategic NarrativeThe Challenger Sale by Matthew Dixon & Brent Adamson Some of Tim's influencers in the marketing space include: Mark RitsonLes Binet & Peter FieldByron SharpElon MuskJohnny HarrisTroy MuirJuan Mendoza Join the Slack channel: https://growthcolony.org/slack Hosted & Produced by Shahin Hoda & Alexander Hipwell, from xGrowth We would love to get your questions, ideas and feedback about Growth Colony, email podcast@xgrowth.com.au

Welcome back! As you may have heard, I'm intrigued by category design. I've had both Christopher Lochhead and Andy Raskin on the show to chat more on the topic, and those are actually some of the more popular episodes on the podcast. Josh Lowman helps startups (like Robinhood, Newsela, Uber, Bizzabo, and Clari) create and own their category. I wanted to bring Josh onto the show and dig into exactly HOW he helps startups design categories and learn about some specific examples. Josh is Founder and CCO at Gold Front, a category design studio based in San Francisco and LA. He's also the host of the Category First podcast. Here's what we hit on: What does category creation mean to you (HINT: it's a whole company strategy); Exactly how you've helped different brands like Robinhood, Newsela, Uber, Bizzabo and Clari with category design. Where do you start? What does that process look like (HINT: everyone has a different context, but in common is to disrupt the old way of doing things); Why the CEO collaboration is key; What are the pitfalls or watch-outs if you're a startup planning to create and own a category; How does timing play into successful category creation? What needs to click out there in the world for this to work; Can everyone be a category creator (HINT: we're just keeping people honest. As a startup you're not telling your investors that you have something incrementally better); How did you bring category creation into Gold Front's business strategy; What are some goals you want to accomplish (personal, professional) in 2022. You can reach Josh on LinkedIn: https://www.linkedin.com/in/joshlowman/ Find out more about Gold Front: https://www.goldfront.com/ Check out the Category First podcast: https://podcasts.apple.com/us/podcast/category-first/id1601824968 For more content, subscribe to Modern Startup Marketing on Apple or Spotify (or wherever you like to listen). You can find Anna on LinkedIn: www.linkedin.com/in/annafurmanov or visit this website: www.furmanovmarketing.com Thanks for listening! --- Send in a voice message: https://anchor.fm/anna-furmanov/message

Andy Raskin has been called the storyteller of Silicon Valley, with a list of clients that includes some of the biggest venture-backed names in tech. Andy is the expert of a relatively new discipline of the strategic narrative. Although it looks like it belongs to marketing, the strategic narrative is a key leadership component that delivers strategic value. If a company wants to withstand friction and chaos, the strategic narrative is an indispensable tool. “A company without a well-thought out story is a company without a well-thought out strategy.” Join Kevin and Andy as they discuss the strategic narrative, what is it, what it looks like, and why it is important. More about Andy Raskin. He helps CEOs align their teams around a strategic narrative — to power success in sales, marketing, fundraising, product and recruiting. Clients include venture-backed companies funded by Andreessen Horowitz, First Round Capital, GV and other top investors. I've also led strategic narrative training at Salesforce, Uber, Square, Yelp, VMware, Intel and General Assembly. To learn more and get in touch, visit http://andyraskin.com.

Andy Raskin has been called the storyteller of Silicon Valley, with a list of clients that includes some of the biggest venture-backed names in tech. Andy is the expert of a relatively new discipline of the strategic narrative. Although it looks like it belongs to marketing, the strategic narrative is a key leadership component that delivers strategic value. If a company wants to withstand friction and chaos, the strategic narrative is an indispensable tool. “A company without a well-thought out story is a company without a well-thought out strategy.” Join Kevin and Andy as they discuss the strategic narrative, what is it, what it looks like, and why it is important. More about Andy Raskin. He helps CEOs align their teams around a strategic narrative — to power success in sales, marketing, fundraising, product and recruiting. Clients include venture-backed companies funded by Andreessen Horowitz, First Round Capital, GV and other top investors. I've also led strategic narrative training at Salesforce, Uber, Square, Yelp, VMware, Intel and General Assembly. To learn more and get in touch, visit http://andyraskin.com.

Key Points: David talks about category creation and conversational marketing (01:05) I give my thoughts on category creation and category design, with a quote from Chris Lochhead (03:50) David talks about the downsides of category creation, and Drift's success was a bet (4:50) I give my thoughts on the pitfalls of category creation, with a clip from Gainsight CEO Nick Mehta (07:40) David discusses the cost of category creation, and how Drift had to look for low-cost, high-reward ways to build mental availability (09:45) I give my thoughts on the surround sound effect, with a quote from Alex Birkett (15:10) I give my tops tips on generating mental availability, with a clip from Les Binet on the 60/40 rule(17:10) David gives his thoughts on commoditization and competition emerging in the category (20:25) David talks about the cycle of technology in SaaS (21:55) David discusses the death of product-based differentiation (23:30) I give my thoughts on product-led growth as a transient competitive advantage (24:15) David discusses Drift's failure to create a 'revenue acceleration' category (24:55) I give my thoughts on Drift's learnings and strategic narrative, with a clip from Andy Raskin (26:30) David gives his thoughts where the market is going next (27:50) David talks about how SaaS has to pivot to become customer-centric, not business-centric (29:20) David discusses their next milestones and the value of teams and the human component (30:10) Wrap Up (31:00) Mentioned:HubspotGainsightSlackGoogle AdsFacebook AdsSaaStrChris LochheadMy Links:TwitterLinkedInWebsiteWynterSpeeroCXL

Andy Raskin is the master of strategic narrative. Andy helps CEOs align their teams around a strategic narrative — to power success in sales, marketing, fundraising, product and recruiting. Clients include VC-backed companies funded by Andreessen Horowitz, Accel, Google Ventures, First Round Capital, and other top investors. He has also led strategic narrative training at Salesforce, Uber, Square, Yelp, VMware, Intel, General Assembly and more. Here's what we cover: Why Andy decided to invite his mom to co-create LinkedIn video clips; What does "strategic narrative" mean exactly, and how is it different from our traditional approach to "positioning"; What questions you should be asking customers to help craft your strategic narrative (HINT: they're not about your product); What's the difference between "creating a category" and "creating a movement"; Why is your startup's “origin story” not the same as your “strategic narrative”; So you want to create your strategic narrative - where do you start? What are the most important steps? Not every business is there to "help you play a new game". For more established companies that want to re-invent themselves, what do they need to do? What led Andy to be master of strategic narratives; What are some strategic narrative pitfalls to avoid? You can reach Andy on LinkedIn: www.linkedin.com/in/andyraskin Find out more about Andy and his work: www.andyraskin.com The Bigger Narrative podcast: https://andyraskin.com/podcast Why Great Pitches Come From Customers (referenced during the episode): https://www.linkedin.com/pulse/why-great-pitches-come-from-customers-andy-raskin This episode is exclusively sponsored by Manifest Commerce, helping merchants with earth friendly e-commerce fulfillment. You can check them out here: www.manifestcommerce.io For more content, subscribe to Modern Startup Marketing on Apple or Spotify (or wherever you like to listen). You can find Anna on LinkedIn: www.linkedin.com/in/annafurmanov or visit this website: www.furmanovmarketing.com Thanks for listening! --- Send in a voice message: https://anchor.fm/anna-furmanov/message

This episode of the Revenue Harvest Podcast with Nigel Green features Andy Raskin who helps CEOs align their teams around a strategic narrative. This strategic narrative shows how there used to be an old game of how to win in the world, but now there's a new game and look how all the winners are starting to play it already. Andy shares how he helps CEOs form leadership groups that can shape the strategic narrative of the company. It is important to show the winners and the losers of this new game and how CEOs can become winners too. He uses the example of ownership versus subscription and how the unicorns have all shifted to providing services instead of selling products. Andy also advises companies to ask their customers what can change their life and how you can align yourself to that. You can connect with Andy in the links below: LinkedIn - https://www.linkedin.com/in/andyraskin/ Website - https://www.andyraskin.com/ To hear more episodes of The Revenue Harvest Podcast, you can visit http://www.therevenueharvest.com/ or listen to major podcasting platforms such as Apple, Google, Spotify, etc. You can also connect with Nigel by visiting the following links: Website (Revenue Harvest) - http://www.therevenueharvest.com/ Website (Nigel Green) - https://nigelgreen.co/ LinkedIn - https://www.linkedin.com/in/revenueharvest/ HIGHLIGHTS 04:39 Creating a strategic narrative with a CEO 11:27 Strategic narrative disrupts changing the game for everybody 12:53 Create a strategic narrative: Form a leadership group and implement in sales 19:45 How companies can use strategic narrative 27:23 Show the stakes that make it about life and death 32:29 Talk to customers to know how you can change their life 36:00 Use slides with takeaways only 39:34 Covid was an accelerant that reshaped strategic narrative QUOTES 03:02 "What is the asset that we should use to define the story that everyone's telling? I came to the sales deck, that the sales deck, the sales pitch is really the core narrative of the company." 08:38 "Look at the great strategic narratives, they all have this structure which is there was an old game that used to be a great game that was the way to win in the world, and now there's a new game and look all the winners are starting to play this new game." 28:35 "Look at all the companies that are thriving. In terms of the incumbents, if they haven't shifted from selling stuff to selling services, they're dead. Like the IBMs of the world and the HPs." 42:59 "Opinions to reality was a shift they were talking about before Covid and part of this is because hey now you have the sales calls recorded. You have them as data that you can mine with artificial intelligence or whatever."

A veritable debate has broken out amongst some of the brightest minds in the SaaS messaging and positioning space. Writer and business veteran Andy Raskin is pushing the importance of "Strategic Narrative." The writer of Play Bigger, Christopher Lochhead, continues to stake his flag on the "Category Design" mountain. Around here, at DRMG, we use the language "SaaS Brand Strategy" (or SBS)—the category we're creating. Today, we dive head first into the debate to elevate the value of each of these perspectives, and ask the question: Are any of us right or wrong? And what is the core thing all this language is getting at, that SaaS businesses need to have? Are they movements, categories, or brands? Which comes first? And how and why? Read more about Andy Raskin's point of view here. Ready more about Christopher Lochhead's point of view here. Read more about our point of view here. Listen to "Make The Logo Bigger" here. About DRMG: SaaS Brand Strategy (SBS) isn't about the colors you use, or the typeface you choose. It's about the category you design and the story you tell. DRMG exists to help SaaS businesses find their magic bullet, load it, and fire it into the market. The companies we work with come out the other side with differentiation, defined categories, and the messaging to back it up. They're organizationally aligned, inspired, and ready to tell a better story—and win. Own the brand that drives demand. With DRMG. Learn more at https://drmg.co

In our 16th episode, Gil talks about category creation with two B2B leaders who have shaped the data privacy management and strategic narrative categories. Panelists for this episode include Daniel Barber, CEO & Co-founder at DataGrail and one of the influencers behind the integrated privacy solution category, and Andy Raskin, Strategic Narrative Consultant to CEOs. You'll walk away from this episode with a greater understanding of storytelling, market research, and product development. BONUS! Andy shares a strategy you can use to transform complicated product messaging into simple stories.

Podcast: The Bigger Narrative (LS 34 · TOP 3% what is this?)Episode: Zuora CEO Tien TzuoPub date: 2020-09-01 I finally meet the architect of The Greatest Sales Deck I’ve Ever Seen. My mom is also impressed by Zuora’s “usership” narrative.The podcast and artwork embedded on this page are from Andy Raskin, which is the property of its owner and not affiliated with or endorsed by Listen Notes, Inc.

Hear from Ross Simmonds, Kyle Shannon, Andy Raskin, Dave Gerhardt, David Cancel, Nick Dujnic, Kelli Kelley, and Walter Knapp on the role of storytelling in marketing and society. 

Coordinating schedules is one of the great challenges of distributed work and modern social lives alike. In this episode, we discuss the friction inherent to asking people to meet, some of the solutions to coordinating calendars, and how passing the “initiation burden” to technology can help us all get more out of the time we have.Andy Raskin's article: https://medium.com/words-escape-us/the-politics-of-calendar-bots-aa4ecb00b6bc 

In this episode from our Business Storyteller Summit 2020, we speak with Andy Raskin about the importance of CEOs involvement in developing the story, how strategic narrative can positively impact not only sales and marketing but also product, and how a sales deck can become the go-to resource for any company communication. Andy is a Strategic Narrative Expert and he helps CEOs align their teams around a strategic narrative. His clients include leadership teams at Salesforce, Square, Dropbox, IBM, Uber, and Yelp, as well as dozens of venture-backed technology companies. His 2016 post, The Greatest Sales Deck I've Ever Seen which got over 2.5 million+ views has been embraced worldwide as a new framework for company positioning and category definition. Andy's inspiring stories have also appeared on NPR's This American Life and All Things Considered, as well as in The New York Times, Wired, and Gourmet. Stay connected with Andy on Twitter and LinkedIn, or check out his website to learn more about Andy.

 Here are some relevant links from the conversation:  Andy Raskin on LinkedIn Andy Raskin on Medium (lots of great articles here, including the one linked below) The Greatest Sales Deck I've Ever Seen by Andy Raskin The Bigger Narrative (Andy's podcast on strategic narrative) Chill Beefs (Andy's podcast celebrating pet peeves) Victoria Zenoff (Andy's career coach)  Show notes:  2:02 Chill Beefs - Andy's new podcast 3:39 The many roles Andy has had 4:13 Getting interested in Japan 6:06 Working for Apple in Tokyo in the 90s 9:36 Miso soup 10:50 Lucky socks, lucky underwear 11:43 Becoming a writer 13:20 Interviewing Marc Benioff 16:10 Product Manager at Skype 19:51 Moving into product marketing 23:43 Free agent 28:02 Feeling nervous before a new engagement 30:32 Productizing your offering as a consultant 32:42 The sales deck is the story 34:38 The Bigger Narrative podcast 37:47 How Andy came up with the intro sequence 41:03 The next season (coming out soon) 42:17 Why Andy invests in a career coach 44:13 20 years with his career coach

Andy Raskin joined us on State of Demand Gen to break down what he means when he talks about Strategic Narrative. He shares that the companies that are winning now are powered by a strategic narrative, which is more than just marketing and sales. It’s a story that guides actions at a company across all departments. Andy and Chris also talk about what you can learn from a movie that can be applied to your company’s pitch, the role customers play in the strategic narrative process, and how refining your company's narrative can make a positive difference in recruiting. Register for our live event on April 1st with Dave Gerhardt (CMO at Privy) here.

What do you do, as a new head of marketing, when your marketing budget is zeroed out, but your lead generation goals remain unchanged? This week on The Inbound Success Podcast, David Kirkdorffer talks about creating a "campaign in a box" and, together with his sales team, using it to drive new pipeline and new closed won deals at a time when his marketing budget had been eliminated.  David's approach is one that any marketing leader can use, whether they have a big budget or none at all, to drive greater alignment with sales and increase pipeline opportunities from an existing database. Check out the full episode, or read the transcript below, for details. Resources from this episode: Connect with David on LinkedIn Learn more about Josh Braun, Chris Walker, and Andy Raskin Transcript Kathleen (00:00): Welcome back to the Inbound Success Podcast. I'm your host Kathleen Booth. And this week, my guest is David Kirkdorffer. David is an experienced marketing leader who has helped a number of companies grow and exit through acquisition. He is also currently advising a number of companies as an outsourced CMO. And David, I know you're looking for your next gig. So I have a feeling you will not be available for long. I was excited to talk to you because I've gotten to know you through a number of the CMO groups that I'm involved with and you shared some great stories of getting pretty big results on not a big budget, which is always one of my favorite things to talk about because that I think is a situation that plagues a lot of marketers. But before we jump into it, maybe you could give my listeners a little sense of who you are, what your background is and, hey, why not share what you're looking forward to doing next in case somebody is listening? David (01:37): Kathleen it's a pleasure to be with you here talking and to everyone in the audience. I hope the conversation that you're about to hear is going to be helpful to you. Yes, as Kathleen mentioned, I've been doing software marketing for a number of years. In fact, my career has almost followed the history of software in so many ways where it used to be on prem, and then moving to the cloud and all the different technologies that have been enabling along the way. I enjoyed being in the marketing side of the software companies and oftentimes I'm on the side of marketing that's closest to sales. I've always had a demand gen remit and as my career has advanced of course, then my remit has expanded to include other things like positioning, and messaging, and PR and AR, and so forth. But there's always been the core needs to, to satisfy the hungry mouths of the sales team to keep them satisfied and smiling. Kathleen (02:31): I love that you look at it that way. I've always said that sales is one of my biggest customers as a marketer and not every marketer thinks that way. David (02:42): My function, you know, most of the time it's, it's really very much been that way. I've worked in, many times they're like, series B or series A and a half type of companies. And so naturally the situation there is how do we find you customers. But also when I'm working in larger, at one point I was working at CA and obviously that's, as I said, largely yet almost right. Again, it was entirely focused on trying to provide leads or as we were calling them then, inquiries. We were very early adopters of the Sirious Decisions, waterfall language back in 2006, which is awesome language by the way, just as a side note. So it's always been around keeping the sales teams and the sales managers happy. Kathleen (03:29): Now to that point you know, it's one thing to come in as head of marketing and be given a big budget and then be told to go out and make it rain. It's entirely another thing to be thrown into a situation where company leadership is expecting big results and they're not giving you a big budget or any budget. It's true. I know you found yourself in that situation from time to time and you've figured out a great way of approaching that and, and being able to still show ROI in that situation. So maybe give us some background on that and let's start to break down what you did. David (04:17): So I joined a cybersecurity as a service company a number of years ago. I was brought in by the VCs to restart marketing. The company had a number of years of history and installed customer base. And soon after I arrived, the VC organization started a hostile process to oust the existing Founder/CEO. And while that was going on, the marketing budget that had been promised went to zero because that process turned out to be rather expensive. So my goals didn't change and the VP of sales who also came in at the same time, his goals didn't change. So I'm like, what are we going to do? Kathleen (04:58): Oh my God. That's like the nightmare for every marketing and sales leader. We're keeping your goals the same, but we're eliminating your budget. David (05:07): Right. so, and it was unknown how long this process was going to play out because it's a legal process. And, and so those things kind of, it's always unexpected situations in that. Now every company situation is different, the resources available, the existing database, the market you're going into, you know, are you a brand new brand into a brand new category. That's a different context of marketing than here is a, here's a technology and a category that's somewhat well-established. Your competition is oftentimes more based around price rather than unique new capabilities, right? Because the market has matured and there's a lot of sameness across the market. So in this particular company, there was a bit of that. There's an established category, this software as a service category, targeting small and medium size organizations across North America primarily the USA. David (06:05): So at this company, I, of course like any good marketing person you try to see what's in the company database right? That HubSpot, that Pardot, that CRM, whatever. And you try and do an emailing delicately because you never know what kind of SPAM traps might be awaiting you. And so my typical technique is to break out that one dataset into four separate emailings. And I use the first letter of of the person's email address so that I don't by accident knock out all of the employees at a particular company by sorting by company or by geography. But I might knock out all of the Adams, so trying to mitigate my risk factor there, I found that that particular dataset was really not re-performed at all. In fact, I did get caught on a spam trap and I had to subscribe or apply to see if they would want to resubscribe one quarter of the dataset because my vendor. David (07:02): At the time, HubSpot of course appropriately put me through a process to try and verify it. And this is because this company had been existing for 10, 15 plus years. And so there were many email addresses that had obviously turned over and so forth. So if you're familiar with any of that emailing type of scenario, you're going to understand that story. So what I did know, or what I did put together, was what I call the campaign in a box. And in this particular scenario, I had access to a large data set about 250,000 records that had found its way into Salesforce and about nine sales rep, SDR individuals who working in teams and kind of playing a little bit underneath the CAN-SPAM rules. I know that those SDRs leveraging Outreach, which the company also had, could send a certain amount of emails every day. David (07:53): And indeed they had been and they were seeing poorer and poorer results. There was a bit of a spray and pray kind of mentality. How many names can I find in Discover.org? Can I bring in those records into Salesforce? Can I then put together an email or two that I blast out to my territory, right? They were geographically based. And if you're listening to this, you might find your company and your teams might be doing something similar, right. Because when you don't have a budget, this is a way to be able to communicate with an audience. And sales is taking its fate into its own hands this way. There's oftentimes that scenario where sales does these things, because it feels as if marketing isn't really supporting them. And perhaps that's a whole other conversation for another day. David (08:43): So what I say is this process can work, but can we do this in a more targeted, more refined manner? And the first step in any kind of emailing is who are you sending to? So I spoke with the VP of sales and said, I proposed an idea and we spoke to two of his sales directors. And I said, what about this campaign in the box idea? What that means is I would put together a list for your teams. I would provide targeted emails by industry. It turns out in the security world, the drivers of security at a legal firm are very different than the drivers of security at a university or a credit union. They have different compliance situations. They have different user populations. There are different challenges in securing those environments. Ultimately they all want the same security. David (09:36): So you talk to the message better. So we talked about the message, tried to say what if we did this in sprints? So all the team is working together for that kind of you know, Viking shield wall approach of like, let's all do it and we can all learn together. And then let me put together some training on each of these industries some of the team has experience with, with, you know, industry X or interest you, why some of them don't. So let's level up and share what we know and add some information into the training so that you can have a better conversation when you did reach out and speak to someone. So that was high level. That's what I proposed. Kathleen (10:10): I love it. I just want to pause there because I really love that you took it upon yourself to train the sales team. I think you know, as marketers, we're all taught to create personas. And hopefully, you know, we're doing that in some way, shape or form, or at least profiling our target customer, you know, creating an ICP. And but I, I don't know that all marketers necessarily go that extra step to really teach the sales team about what they've learned. I feel like, I feel like a lot of marketers actually do the reverse where they're like sales, I need you to tell me what you're hearing. And there's a lot of like one way, like, tell me what questions you're getting, tell me what pushback you're getting, you know, give me all this information sales so that I marketing can create content around. It can create messaging around it, but there's not a lot of like, Hey, we, as marketing are going to come in and tell you all the things that we know about the customer. David (11:09): I think you're absolutely right. And, and all those questions that marketing asks of sales are still great questions to ask, but there's an opportunity to also bring something to the table. Here's something that we have learned that we are aware of. And many times that kind of teaching happens under the radar in collateral that's created. So you said marketing might create certain collateral that has that educational elements to it, if you will, or captures the the synthesis of that education. And it gets put into a website page or a, an industry note or something which is great, which is not bad, but the personable let's walk through it. Let me extract the points that are interesting. I'm curious why this is useful kind of, and being available to answer questions about that learning is going the next step. So maybe what this means is that the content team who might be, if you have, if you, if you're lucky enough to have a content team, right. Okay. especially the startups can, can provide like notes that go with the document in some capacity, or perhaps a kickoff I'm kicking off this particular piece of content and live or recorded, provide some kind of extra color around that learning. Cause I think you're absolutely right. There's more going on. That's understood by marketing than sales ever gets to hear of. And it shouldn't be that way. Kathleen (12:37): Well, and it's an opportunity because, you know, if I had a dollar for every time I heard a marketer talk about the challenges of sales and marketing alignment, I would be retired and living in some sort of tropical Island somewhere in a palace. You know, and so obviously that's a challenge. And I think looking for these opportunities, as you say, to give something back is a great way to build bridges, to demonstrate that it's a two-way relationship and to really form great relationships with your sales team. David (13:08): It definitely is. It makes my life easier. Right. I remember when I was interviewing at one particular security company, a number of years ago, they said I was one of those situations where I'm in the room and all the different people I'm supposed to meet with come by one by one. And everything went very nicely and every single one of them was saying, we're looking for connective tissue. We want connective tissue. So obviously that had to become a conversation point and, and I felt well, okay, this is what I am. I'm supposed to be connective tissue. And, and that's, that's been the challenge. How do you connect the two groups? And it's not just sales, right. And, and, and, and kind of demand gen marketing, but it's product as well. Right. and sometimes it means even connecting finance, but that's a, that's another conversation, but yes, it's all about this kind of understanding what we're all working on. David (14:01): Having trust that what we're working on is meaningful to each other, right. That sales can trust marketing is actually working on something worthy of time that will enable and facilitate penetrating accounts and advancing accounts through opportunity cycles. And it's that trust and the trust is it's, it's given kind of cautiously when you first arrive. There's always a lot of pent up demand when a new marketer arrives. You don't just arrive and look, we're now trying to find things for you to do is typically a long stack of things that they'd like you to be getting to finally you're here. So and then you have to keep earning the trust, right. Campaign by campaign. And if you're a marketer who's reporting up through sales, that's an interesting and challenging environment because you can find yourself a bit more on the tactical trying to meet tactical needs that are quantifiable in various ways. David (14:58): And you might find yourself trapped in the chase for MQLs, as opposed to trying to build something a bit more sustaining, less tactical, more strategic that brings traffic to your website, which is kind of a different approach. But I can dive into some of the details on this campaign in the box if you'd like that. So the first trick, as, you know, as in real estate, it's location, location, location. So yeah, with email or direct mail it's list list list. So for each industry, I'd go through Salesforce and see what records do we currently already have. And in some industry categories and these categories, I was looking at where like legal, law, credit unions, manufacturing, banks, special campaigns targeting CFOs and small to medium business because they often a lot of that decision and universities and colleges, those are the industries. David (15:58): So for each industry we said, well, what do we have already in this great big database of 250,000 names? And I saw there were lots and lots of records in some categories and very few in others. So we went category by category, because it just made it easier to kind of get something out of the gate and I would aim to have as small a list as I could put together that would give each of the team members enough coverage in each of their geographies. So in some industries, I would go back to Demandbase myself and say, Oh, I just need some more people in the Southwest because we don't have, for some reason, anyone, you know, the right way. And then I would limit very strictly by job title, the types of people we would go after. And if I had an abundance of names, which sometimes happened, for example, in the banking, smaller, medium size, I would avoid the major football cities. David (16:49): I would avoid the major metropolitan areas and go more to the rural areas. Why is that? So two reasons. One, this isn't the time pre COVID when people actually could travel as sales reps, right? So take New York state, for example. Manhattan. Huge, huge market for this type of thing, right? And all the sales reps are often based in the city and really don't want to go to Rochester. They don't want to drive to Syracuse and meet a customer. So those customers in those rural States are less visited and receive less targeting. So that's one side of it. The other side of it, which is true in the cybersecurity space and probably generalizably true to all types of IT environments is talent leaves those areas, those rural areas, and moves to the big city where the bigger companies are. David (17:43): And those bigger companies are attractive because they pay better. You have an opportunity to work with better technologies. There is more opportunity to move from one job to another. So if you're a great basketball player in your college you want to go play for the Boston Celtics, of course, right. Or perhaps the Lakers, I suppose, as the second time you don't want to go play for the Wooster bees or the you know, the San Jose, I don't know who they are. You want to go play where the best coaches are, the best facilities are. It's the same thing with tech people. They want to go to those. So, so by targeting the companies that are headquartered out of the smallest cities, I'm with my cyber security as a service offering more attractive because they have a greater need because they lack the skills, they lack the available staff. And so the service that we're offering becomes a much better proposition for them because they have, they have a bigger void to fill. Kathleen (18:48): Do you think that that still holds true now with COVID and everybody kind of being able to be anywhere? David (18:55): Probably. Yes. So perhaps to a lesser degree because I, because companies, software companies and sales teams are, we're creatures of habit, and we want to go where it's easiest and where it's easiest often seems to be where we've gone before. And so we have this history of going to the bigger cities and the bigger companies, perhaps this, I learned this, I kind of was introduced to this notion of going to the boonies, if you will, from another Boston based company called Toast, POS, they are in the point of sale systems business. They provide technology for mom and pop bakeries and coffee shops and so forth. And in chatting with a friend working over there, he kind of said, well, we were doing this because there's this untapped market of, of, of coffee shops that no one is approaching. And so that's great. Let us be the guy. And so Toast is a big success story. They've grown a lot. Absolutely. So it was like, huh, that's really insightful. And as we all do, we borrow and steal, Kathleen (20:06): Oh my gosh, yes. I just did a LinkedIn post on this as a marketer. Don't try and reinvent the wheel, just copy what the successful people are doing and make it your own. David (20:16): That's exactly right. And great artists. You can find quotations by great artists who say the exact same thing. So if it's okay for Picasso it's okay for me. Right. Kathleen (20:23): And it's like the same thing with writers, there are no new stories. You know, all of them are just some version of the Hero's Journey that Joseph Campbell wrote about. David (20:33): And Joseph Campbell, if you're not familiar with him, is a phenomenal read that's fully worth checking out. So, so we started with the list. Okay. So if I had too many, I was always targeting by job title. So for your business, you might want to kind of think about what that would mean. Right. and keeping each of these lists to small numbers. I maxed out at a thousand per SDR. They were paired up for their entire territory messaging. Okay. So as I said, each of these industries has got different kinds of drivers as to what is causing their security requirements, different compliance mandates, perhaps different types of customers, different kinds of user populations. And so I did my research. You know, what is it that, what are the issues that drive a law firm versus what are the issues that drive a university and, you know, spend a day or two in the you know, the library, on the internet called Google, you'll find law written on, on various topics trying to help you understand, you know, in security space. David (21:43): There are periodicals that are, you know, the, the law review every now and again, there's an article on securing your law firm that type of thing. So I capture all this knowledge, put it into you know, documents, try and synthesize it sort in my mind, kind of playing professor, if you will, what is this a marketing, you know, program manager put together some draft emails. And I would, my approach to drafting emails is I try and tap into the three or four themes. Maybe it's compliance, maybe it's security, maybe it's cutting costs, whatever you will, themes are right. The planks of your messaging. And then write lots of emails around those. Kind of work through my demons. It's a creative process wiggling the wording. And then I would go to sales with my top three or four and say, what do you think? You've been doing this longer than I have after all. I've just joined this organization. You sales directors have been here for a year or two, right. What do you think? What can I improve? I'm trying to get their buy-in. Kathleen (22:47): Yeah. I was going to say, because not all sales teams were, would necessarily be receptive to marketing coming in and saying, here's what I want you to email. David (22:55): That's exactly right. Right. I want, the more, what's more important to me is the big picture on the overall refinement that the process is going to give me rather than any one particular element of the process going my way. Right. that's not the point. I was really trying to steer a bigger picture here. I've got this resource. I have no budget. The sales teams can be executing these emails using outreach, which is just as sophisticated as HubSpot, as far as managing cadences and who opens and who clicked and all of that. But I wanted to improve the message, improve the timing and improve the intensity of the team doing work together. And the individual components were less important to the big picture game. So I get some refinement on positioning, so on the messaging, excuse me. David (23:44): And indeed, when I targeted credit unions, they had messaging they wanted me to use because the company had a history of success with, with certain messages. And I was like, that's great. Excellent. Thank you very much. Right. So, so this is, this is good. The next part was to kind of organize coordination. And I, I tried to work with these two week arcs and the kickoff would be, I I'd agree with the sales managers, when is a good time to kick off this particular campaign in the box. And the arc of the campaign started with a training session. So I I'm in marketing. I put together a PowerPoint presentation, surprise, surprise, and the team moved into the conference room for two hours. For one campaign it was particularly long training. Other times it was more like an hour 90 minutes. David (24:29): We would walk through here's what's important. Here's the training. Here's the lists that I've put together for you. Here are all the materials to support this particular campaign. And I'll get into some of that. But we start out with this opportunity for everyone to talk with each other and across to each other. I sold this to this company. These are the things that were important because you had some junior team members and some more senior team members. And so this is a way to kind of create this old talking together because ironically, while everyone's working in an open floor space every day, they go to their desks and do the same thing and sometimes don't even talk across the room to each other as they're trying to keep up with, you know, their day. So this is an opportunity to kind of come together as a team. David (25:14): And so that's how we kicked things off. The formal kickoff, if you will, would be we chose a date to send emails. I worked with someone who was on my team, who put together the individual sales team lists. So after we had the master list, then that person went through and broke it out for each team. So that all the person, the team needed to do was select the report that had already been built for them so that they can load in the records into their Outlook sorry, Outreach environment. So it was all taken care of who to mail to. There were three emailings or four emailings in each two week arc. They could choose as a team which second and third emails would be sent, but the first ones were sent the same time for that sense of we're all doing it together. And they found much better open rates and click-through rates because I also kind of gave them subject lines. We had AB testing on the subject lines too, right. As you can do you know, Outreach provides SDRs the same campaign management tools and capabilities as 25 years ago, Bank of America was paying a million dollars a year for Kathleen (26:31): Isn't that crazy though? I mean, it really is interesting too, to think about like how much technology has enabled us to, to do these very sophisticated experiments to optimize what we're working and to just do it all seamlessly and automatically for a very low price. David (26:48): I was at a company in the nineties that sold campaign management software. So I'm kind of innately familiar with this and it, you know, you can do more with outreach than we could do back then. As far as if then else type of cadence conditioning or condition trees and so forth, it's, it's, it is very true. However, while the mechanics have become simpler, what you say and how you say it and the message that's never been simpler, that's gotten much more complicated actually. And so that's the, that was the principle point of this is trying to put together the messaging so that they didn't kind of, so you didn't do silly things quickly. David (27:35): So we'd kick off these emails. Are they sort of much better open rates? I think we were seeing open rates in the, in the kind of 25, 30% range, which was like phenomenal. And we could learn campaign in the box to campaign in a box what kinds of subject lines were resonating? Right. So we can kind of make the next campaign slightly better because we would have incremental learning, which is always what we do. And I never asked or, or, or suggested, or I purposely said, I'm not asking you to call all of these people. You've just mailed to, I don't think that's appropriate. Maybe you'd want to call the ones who you think are appropriate to call. It's follow up. And here's a voicemail by the way that I would propose that you could use very similar to the emails. I think I would take a very different tack today on, on voicemails provided. Because I think I've learned a few things since then. Kathleen (28:35): Oh, I would love to know what, you know, what you would change. David (28:39): Since doing those campaigns, I've been much more active on LinkedIn as perhaps many of us have in the last year or so. LinkedIn seems to have just blossomed as a great place to go for information. And I have always enjoyed reading what Josh Braun has to say. If you're not familiar with Josh Braun, he's somebody who perhaps you might want to follow. Ironically, I first met him in 2007 when I was at CA and he was just another company and he was trying to sell me some technology, which I quite liked by the way, but the rest of the team didn't think it was a good idea at the time. But Josh makes a practice of introducing ideas and ways of thinking to help AEs and SDRs penetrate accounts. David (29:30): And do quality discovery in a way that doesn't leave you feeling or leave you as an SDR or an AE feeling kind of dirty, right. So as a marketer and as a person in marketing this very close to sales, while I, I started my career as an SDR, I'm not an SDR now, but it's very informative for me to read what they are thinking, what they are learning, what the current techniques, current, current best practices are. And I look at what Josh does as a source of great great best practices for me. So that's good. Kathleen (30:06): Great resource for people to check out who are listening. I'll put a link in the show notes to his LinkedIn profile. David (30:15): So that's fine. I'm a big fan of Josh. Too many SDRs are quite young in their career, and so he he provides a great insight in a way that makes me feel like, wow, I can do this. Yeah. I can do that. That's great. That's I feel so much better than what I think I'm supposed to be doing, because somehow that's what I've been told, but this, this sounds better. Yeah. People are having success with it. So I would, I would adopt some of my my voicemails around some of the things that he's he's. Kathleen (30:47): So you wouldn't necessarily stop voice mailing or like you wouldn't change the channel. It's more about the message in the chat. David (30:53): Absolutely. It's the form, not the, not the medium. Got it. Definitely I am of the, there are some people who would suggest don't leave a voicemail. Wait until you get them alive on the phone. And I'm like, well, you just went through all the time and energy to find the phone. Kathleen (31:09): And the reality is, people right now, I mean, I will use myself as an example. I have robo killer installed on my phone. You can't get through to me unless you're already in my contacts. So the only way you're going to get through to me is if you leave a voicemail and I will, you know, I'll get those, I'm also a big fan of ringless voicemail. You know, cause it's even less obtrusive, but yeah, I think there's going to be more and more people like I am, who just have apps in place that flat out will block any call that isn't a known contact. David (31:38): I do the same. And there are technologies of course, now that will transcribe the voicemail for you so you can read it. So that speaks to the importance then of having something quite clear in your mind to say so that the sentences are whole and complete as it's been written. And that's a different type of skill. That's a different kind of style to, to speaking. So anyway, definitely folks were asked, choose who you leave voicemails with. Perhaps it's the people who click on the, on the, the resources we provide them. Perhaps it's the people who open, perhaps they didn't open at all, but you know, that they're the right person because of previous history. You know, these people in this territory, it's not like all of them are new to you. Right. so that was the, the idea was to be an enabler, not a driver of what you're supposed to do. David (32:28): And at the end of the first week, we'd have you know beers and debrief. Well, it was, for me, it was a debrief. For them it was beers. Get them talking, how did it go? What did you like? What did we hear? What did you learn and share across the team? So it was all part of this. We're all doing this together factor. One of the other things that this campaign kind of data is aside as a side note was really helped raise morale. And this is something that I didn't, I didn't think of starting this, but became very important to me as this process went on. You can imagine you're a young sales professional and your company's CEO is getting fired by your VCs. What does it mean? Are we going out of business? David (33:21): Lots of unanswered questions because people don't necessarily have good answers and catastrophizing and, you know, we can kind of get together and talk about what does this mean? So this process was successful and it was successful on two fronts. Really one, nobody in marketing had ever done this for sales before. And I put together all this stuff and, and what this stuff, I should say where there wasn't already a web page dedicated to a particular vertical and our cybersecurity as a service capabilities for that vertical, we created one where they didn't already exist. It is a kind of a data sheet note for that vertical. We created one where there might have been resources around case studies or videos or other information. We captured that and made it very easily accessible so that all of a sudden the sales team was like, wow, I didn't realize that we had all this stuff to do with cybersecurity as a service firms. David (34:28): And I'm thinking of law firms, just because you know, that, that, that stands out in that particular market. And look, we're not talking to the biggest law firms because they're kind of out of our league. They're not in our SMB space and we're not targeting the small one to four person law firms. Here are the law firms that are really in our sweet spot, as far as the firmographics go. And here are the job titles. And so, and marketing was putting this all together so that it was like, Oh, and it will seem so obvious when you look back in hindsight why weren't people doing this? Well, they might have been two years ago, but then those people who were holding it together and doing it were not there. So you, so by doing this process, sales was feeling supported, failed sales was feeling enabled and they were finding better open rates and their conversations and voicemails were receiving better replies. And so this was, this was great. And they were getting meetings and dental opportunities and you pipeline was added Kathleen (35:31): Talk about this, cause this is like, this is my favorite part of these conversations. You know, everybody talks about, Oh, I got great results, but like, I want to hear, I want to hear the details. David (35:45): In the first six weeks of running these campaigns in the box. So that would represent perhaps three campaigns in a box because we went on two week sprints, we'd been switched to another industry. The sales team added one about $1 million in new pipeline opportunity value, if you will, for a solution that had an average sales price of $40,000. Kathleen (36:06): Wow. That's great. David (36:08): So part of it is because this was an opportunity to, in an organized way, go back to where they previously had maybe had conversations part of it because it opened brand new conversations that they'd never gone to before. Never had never had that success. So that was, that was a real plus. And within that same six weeks, they won over $300,000 in actual business closed. Kathleen (36:31): That's good. David (36:31): This is a tremendous shot in the arm, right. If you do something that's new and you find success. Kathleen (36:35): Wow, that's great. David (36:39): And you know, for the morale factor, and then as a, as a practice, as a process, so after we'd done one or two of these, they were like, well, when's the next one coming? And what's the next industry. So that's where I go back to the sales directors and say, what industry do you think we should do next? What date would you like to do the kickoff on it? Because it's continuously organizing and coordinating with them where next and so forth. And they pick a date and they say, okay now I've got to create this material. If we, what we do and don't have, what do we have? Okay. you know, manufacturing, do we have, do we have a manufacturing note? You know and, and, you know, these notes that I talking about, they're like data sheets essentially, where 30% of it is unique to the individual industry. And 60% is kind of the same service. Just maybe tweaking a word here or there and change a couple of images. So it doesn't look like a bank. David (37:32): And we just cycle through these. And it was a great, it was a great kind of feeling of like, wow, this is, this is going to be possible because of course, it's the marketer with no marketing budget, with a marketing number to get, and the sales VP with a marketing person who has no budget, not do any marketing where we're looking at each other across the table, like, what are we going to do? And I, I very much remember sitting in our little kitchenette with the sales VP there, like, I think this is going to work. Kathleen (38:01): Now, you mentioned, you mentioned in the first six weeks adding a million dollars in new pipeline. And I think it was $300,000 in new closed won. How did that, and I don't know if you have this at the tip of your fingers, but how did that compare let's say to the six weeks prior? In other words, like what factor of growth did that represent? David (38:19): So that's a great question. We found that there was on average, 20% increase in deal size that went along with this and that they had a 37% increase in close rate. Kathleen (38:36): Wow. That's huge. Both huge, right? Yeah. so, you know, so what part of this is me? What part is the team I'm just enabling? Kathleen (38:49): I don't think it even matters honestly. Like that is something that I rant about a lot, which is that marketer, this is a problem in, this is why we have the sales and marketing enablement problem is that there's too much like siloing and, and organizations put in place incentives for sales and marketing leaders to try and claim sole credit for something, when really we're all on the same team, trying to get more revenue. And so if we're all comped on revenue, if we're all incentivized on revenue, then it doesn't matter. Right. That's, what's good for the organization. David (39:28): It's very true. And, and you want to think carefully about how you compensate or what dials and OKRs you put in front of people, because people will bend their behavior to meet that need right? So if I was giving them an MQL number, I have to fight for years not to create MQLs. And I want to lower the bar on what an MQL might be. Give me an MQL number, give me a ratio number, give me a ratio of how many inquiries I've provided that turn into opportunities. The better the ratio, the better I'm doing. So it incents me to, instead of adding 10,000 inquiries to a system, which is just noise, downstream noise, what do you do with 10,000 inquiries? Whether you're trying to filter through them, if you only put in a hundred, but they each had 10 times better chance of closing. Your sales teams are happier. David (40:22): Bunch of people it's like, wow, okay. The ratio of my phone calls to something meaningful happening goes up. So incent on quality would be my advice and then try and scale how you get that quality. You know, one of the things I mentioned earlier is, depending on what kind of company you're working in, is it early stage? Is it in an established category? Are you a new category? You need, you have different challenges. And I have increased, over the years, increasingly come of the opinion that having a brand makes it a lot of help to everything down pike. Kathleen (41:04): Oh, 100%. I say that I'm a big believer that, you know, you can have a great product. You can have a great marketing strategy and still not do well because brand is what generally gets you what I would term as at-bats right. Brand gets you a seat at the table. Then is when you need to have the great product and the great messaging and the great sales product. But if you don't even get an at-bat you're, you're out of the running, well, even if you do give the at-bats, they're not ready, right? David (41:34): So interestingly, at that company where I was asked to be connective tissue, also the other term that came up or some at-bats, we, if we got more at bats, we do better. After six months of doing, you know, leaves for this company seen, we had doubled the number of at-bats, but the number of deals that we're advancing, were getting stuck at that 30% kind of point in the opportunity cycle, why that company was targeting larger enterprises with a new category of technology that was proven, absolutely working because we had an installed customer base who was doing it, but larger companies take a longer time to cycle through the, is this a good idea? It is a good idea. Let's move forward with this good idea and displace what we have now for this new thing. It's just a longer cycle. So if you're early with a new technology and a new capability, you might generate great leads that in two years, we'll close it. Doesn't do your, this quarter numbers. Very good, which is, which is again, why it comes back to an industry challenge. If you're reporting up through a sales kind of you know, management line, they want this quarter type of results. And sometimes that's possible depends on the category. Sometimes all the best marketing in the world can only get you at the table. It can't make your clients change their plan. Kathleen (43:02): Yeah, absolutely. Well, I could talk to you about this all day, David. Both because it's fascinating and I love hearing your take on it. And also because I love your accent and I could listen to it all the time. You have a very, it's almost, it reminds me of Sean Connery, even though it's not the same accent. That is what your voice sounds like to me. David (43:24): My wife would be thrilled and delighted if she believed that. Kathleen (43:31): I think it's great. I love it. Sounds great. Thank you very much. No, no, no. Of course. Well, I want to make sure we leave a little bit of time because I always like to ask my guests two questions at the end of our conversation. One is, of course the podcast is all about inbound marketing. And so is there a particular company or an individual that right now you think is, is setting the standard for what it looks like to be a great inbound marketing? David (43:56): So that's, that's a great question. And it's one that I like to find the answer to. We don't, I don't, I don't hear from other in-company folks as much as I wish. So I'm going to provide two answers, but there are agencies, which is a little different, right? So I'm on the East coast. Refine Labs and Chris Walker. I came to him through LinkedIn. Again about a year and a half ago. Kathleen (44:32): He has a strong LinkedIn presence. David (44:32): He has a strong voice. He has strong opinions. He backs them up. He's entertaining. He's energetic and dynamic. And he has found a truth that works for him, right. And it's a particular kind of play to drive traffic to your website, very specific kinds of traffic. And his, his arguments. I hope I'll get this right. You know, for the audience is basically you want the leads that will close, that your sales team will enjoy the most are the people who were saying, contact me, I'd like a demo, or they're looking at the pricing page. He's not about trying to sell whitepaper downloads, right? He's looking for people who are closer to intent who have actual interest. Certain research we read says that 3% of the overall market in your particular category is in a buy now mode and 97% are not. Kathleen (45:26): And they don't want you to contact them, which is why they have things like robo killer on their phone. David (45:31): Exactly. Right now they're interested in learning, right? Many of them go through a long learning cycle. They know they'd like to do this, but they're in a contract. They can't do something. They're not in a position to make a change right now. So you know, I've, I've suggested to people change your CTAs. Make your, the button that you press at the bottom of the page to get free information that's not gated because I believe in the non gated world, right. Make the button say something like, you know, I'm learning about this. This is interesting. Thanks. Or I need to make sense of all of this. And I know about this already, but now I need to make sense of it. And now I need to make sense of it. I've learned about this stuff. I already kind of know about it, but now I need to do something right. But I haven't said, call me, or I want a demo. Kathleen (46:22): A whitepaper does not equal call me on my phone. David (46:25): That's right. However, it does happen when you are trying to, actually, now I need to, I've known about this category. I've been on your nurture list for the last year and a half, but now I actually need to do something. Right. That's what we're always trying to figure out. Right. Kathleen (46:38): Well, I love Chris Walker. He has a great presence on LinkedIn. And if people haven't checked them out, they definitely should. David (46:46): He has a weekly Tuesday night, or Tuesday afternoon depending on what coast you're on, demand generation live show. So his presence, you can find him on the West coast. Similarly, there's a company called Directive and the CEO Garrett Mehrguth. Kathleen (47:02): Who I have interviewed on my podcast. David (47:05): Who, who that similar kind of idea. Right. And the trick is to, you know, obviously they're not going to know your product as well. They know the mechanics of how to kind of turn a crank, but they're going to rely on you for the creative though. They can also provide creative, both of these organizations, but you need to know your market. They can just help you with the mechanics of what to do and how to do it. Yeah. so those are two kind of leading lights, if you will, for me that I go to. I mentioned Josh Braun. If anyone's in the marketing side of things, if you're doing positioning, if you're doing campaigns, even though you're not an SDR or an AE, I think he's got great insight to share. And understanding what the SDR and AE world is, is, is vitally important to, to demand gen folks in marketing and the other person, maybe most of the managers, marketing managers is Andy Raskin. David (48:05): Andy Raskin, based in California, speaks about the strategic narrative. And he works almost exclusively with CEOs of large and small companies in a variety of industries. But the way he frames how to message, who you are, what you do, why you exist is different. And when, when successful, makes demand generation so much easier because if you're, take the hero section of your website, you are doing research on some new category. You go to a bunch of websites and doing some research. If you can't understand what they are, what this website is saying to you, in 10 seconds before the chat bot pops up, or before the invitation to an event that you didn't want to really go to pops up, or before all these other pop-ups get in the way, if you can't understand what these guys do and how it can help you, you move on. David (49:12): So crafting the end, if I have spent all this marketing money, trying to drive you to my website, and I've done a great job of driving a lot of traffic, but no one's clicking on anything. It's because the message isn't resonating. And so I'm getting that, that strategic narrative at a company level or at a product level is something demand gen side of world doesn't always get to control, right? That's out of there. But if you can have a, if you're in a company that's small enough, where you could, Andy Raskin and his approach is old way, new way way of trying to create compelling need is something to think about, because I think it will change how you're writing the email. It'll change, how you do a presentation, change how you create content. And that is how you get people to decide, I want to talk to you and that's the goal we're after. Kathleen (50:12): I like those suggestions. Yeah. And I, so this is funny because now my second question that I always ask, I think I might know the answer to based on what you just said, but we'll see, which is that marketers very often say that trying to keep up with the changing world of digital marketing is like drinking from a fire hose. So how do you personally stay up to date and keep yourself educated? David (50:31): Well, that's a, that's a really yes, I have to challenge just like everybody else. So LinkedIn has become my library. Kathleen (50:38): That's what I thought you were going to say. David (50:40): It's become my university. Yeah. you can learn a lot quickly. The trick is to figure out who to follow. It makes sense to you and then interact with them. Yeah. If they, if, if you, for example, Kathleen, you, you write on LinkedIn and you're there every, you know, once or twice a week, you, you propose an idea. And if I understand it, I'll say, well, I think this is great. Or if I don't, I said, can you explain better? Kathleen (51:06): Well, and that's really how we got to know each other. That's what led to this conversation. David (51:09): That's exactly right. So what's nice about the LinkedIn process is if you discover someone who's, who's, you know, an idea from someone you can ask them about it, and it's a good chance that they will answer your question perhaps, or expand on the idea if you will. And then there's the opportunity to meet with them, have a conversation. So that's definitely a great resource. And if you're, if you're not active on LinkedIn, and I think the statistics show that less than 1% of LinkedIn members are active on LinkedIn posting any content. So there's a lot of people who don't post anything for all sorts of cultural and business reasons, they might be holding back, which is not for me to say it's right or wrong, but you can read. And so if you find some people and you can ask questions, you can ask it's a huge opportunity for sure. David (51:55): Very much. The other place that I would suggest is there are, you know, in the last year that sprouted up like weeds various types of communities. I mean Revenue Collective, for example that's a great resource for sales and marketing professionals to investigate. There are local chapters and within these communities, Rev Genius, there's a CMO group. There are many of these groups. You have an opportunity to ask questions of peers, which is great because especially in the marketing side, unlike sales, many times in marketing, you're the only guy or gal doing what you do. And if you've done 10 years of marketing, you've seen what you learn from books. You read agencies, you've had the opportunity to work with right managers and or teams that you've worked with, but it's a pretty small group of people, especially if you're in a startup, which has always kind of, you know, resource constrained. David (52:53): So there might be 15 people across five or 10 years that you've had a chance to really interact with, with these communities. Now, many of them have Slack environments. You can ask a question because they're seeking that kind of interaction. Hi, I'm interested in learning about category of technology or campaign approach. Does anyone have any experience with this? And now you can tap into a resource of hundreds of individuals and the, and the, the these environments are very collectively helpful. So people want to help say, Oh, I did this, I've done that. Well, I can lead you to this reference. So this has always existed when you went to lunch with your friends and so forth and so on, but this is so much easier now. And so much more effective because it's not just limited to your geography. It's, you've got for literally the country or perhaps even the world. Kathleen (53:49): Yeah. I've had the same experience with Slack groups and I've spoken before in the podcast about what a fan I am of Revenue Collective in particular. That's a big one for me. So I totally agree. Well, I think we're at the top of our hour. So if anyone has listened and wants to reach out and speak with you, ask a question, connect with you online, what is the best way for them to do that? David (54:12): Well, actually, LinkedIn. I think I've discovered I'm the only David Kirkdorffer on the planet, so I'm easy enough to find. So that's a great place to kind of reach out to, and try and connect. And have you had dialogues and conversations with anyone? Kathleen (54:28): Fantastic. Well, I will put the link to your LinkedIn profile in the show notes. So if you're listening, if you want to connect with David and if you listened to this episode, you've enjoyed it, you learned something new, I would very much appreciate it if you would take a moment and head to Apple podcasts or the platform of your choice and leave the podcast a review. That is how we get more listeners. And of course, if you know someone who's doing amazing inbound marketing work, I would love it if you would tweet me at @workmommywork and let me know so that I can invite them to be my next guest. Thank you so much, David. David (55:02): Thank you. Kathleen has been a pleasure and an honor.

DC is often asked why he started Drift when he started Drift. As his fifth company, a lot went into the decision. But it boils down to a simple question – Why now? – with a simple answer– undeniable shifts. In this episode, DC explains why “Why now?” is the most important question any entrepreneur can ask themself before starting a new venture. The answer must always be because of an undeniable shift – a massive change in our world, a megatrend that’s forcing people to adopt new behaviors. He also shares insights from three experts: Strategic messaging expert Andy Raskin, Sequoia Capital founder Don Valentine, and Sequoia partner and early Facebook employee Mike Vernal. Like this episode? Be sure to leave a ⭐️ ⭐️ ⭐️ ⭐️ ⭐️ ⭐️ review and share the pod with your friends. You can connect with DC on Twitter @dcancel @DriftPodcasts For more learnings from DC, check out his weekly newsletter, The One Thing. You can subscribe here: https://www.drift.com/insider/learn/newsletters/dc/ Resources: Andy Raskin – Great Pitches Start with Change https://medium.com/the-mission/great-pitches-start-with-change-2c7e696b86ea Don Valentine – Target Big Markets https://www.youtube.com/watch?v=nKN-abRJMEw

Andy Raskin helps CEOs align their teams around a strategic narrative. His clients include CEOs at dozens of companies backed by top venture firms including Andreessen Horowitz, Sequoia Capital and GV. Andy's 2016 post titled The Greatest Sales Deck I've Ever Seen has nearly 3 million views and has been embraced worldwide as a foundational framework for company and product positioning.

To take your pitches, presentations, and positioning to the next level, you have to tap into the power of narrative storytelling. My guest today is Andy Raskin, strategic consultant and storytelling expert. In this episode, you’ll learn how to use storytelling frameworks to establish trust, create emotional connections, and gain traction. We covered: What Andy think “positioning” exactly is An example of a company that does narrative positioning well Can you measure the success of product positioning? How to create urgency in your positioning Why the CEO should lead the product positioning exercise How Andy implements his framework in 5 steps The one question that sparks debate in positioning discussion How you should approach positioning when you have multiple target audience What Andy thinks marketers should learn for the next 5,10, and 50 years Resources: Andreesen Horowitz First Round Capital Salesforce Intel Square Uber 5 Proven Methods for Positioning Your New Product Crossing the Chasm Drift Marc Benioff Zuora The Greatest Sales Deck I’ve Ever Seen Tailoring Your Pitch for Multiple Audiences Never Split The Difference Story: Style, Structure, Substance, and the Principles of Screenwriting Ira Glass This American Life Andy’s LinkedIn Andy’s website

Never miss a new episode: https://sendfox.com/lp/mnyll3Too much competition? Here is how a B2B company can create and market a new category. That was the topic that I got a chance to discuss with Alexander Carpentier, the CEO of Esoptra.I’m a big fan of what Andy Raskin calls “name the new game”.Instead of merely attacking the problem (as most B2B brands do), you attack the status quo, the “old game”. You are effectively naming the reason your competitors are becoming obsolete AND introducing a sense of urgency. “To survive in the newly emerging world”, you say, “what you’re doing today (and what the competitors offer) is not enough. The companies winning in the emerging world play a new game. And our solution is designed ground-up to help you win the new game.Esoptra is “naming the new game” in a world of high-value goods & services : they are introducing a category of Product-Led Communication. Tune in to learn: - How do you come up with a new category? - The problem with a new category is that your prospects are not aware of it. How to educate your market about the new category and create demand for your product? - Educating your customers takes time. How do you shorten your sales cycle?- How do you find early adopters?Thanks Alexander for nailing the topic! Learn more about Esoptra’s new offering: https://www.zaza.rocks/Connect to Alexander on LinkedIn: https://www.linkedin.com/in/alexandercarpentier/

Mimmi Arndt startade sin karriär som marknadsförare på fintech-bolaget iZettle och var med om en fantastisk tillväxtresa. Hon gick sedan vidare till byråvärlden och Åkestam Holst och är nu åter inom fintech som marknadschef på Anyfin. Mimmi berättar mer om den här resan i avsnittet. Resan som startade med ett internship på iZettle när man bara var ett trettiotal anställda och hon valde att hoppa av sina masterstudier för att hänga med på tillväxtresan. Något hon absolut inte ångrar idag. Hon var under den här tiden med om att lansera på 13 marknader runt om i världen och gick från marknadskoordinator till marknadsansvarig. Mimmi tog sedan ett steg över till byråvärlden och Åkestam Holst där hon bland annat var med om att vinna Guldägg före hon återvände till fintech och Anyfin. Anyfin lanserades 2018 och har gått från att erbjuda lägre ränta på befintliga krediter till att bli en smart ekonomiapp och PFM-plattform. Om avsnittet Vi börjar intervjun med att prata om hur Mimmi startade sin karriär som marknadsförare på iZettle och hur hon sen gick vidare till byråvärlden. Hon berättar också om varför hon återvände till fintech och hennes roll som marknadschef på Anyfin. Mimmi förklarar senare även om hur hon ser på marknadsplanen, hur hon tog fram den för Anyfin och vad den innehåller. Vi pratar dessutom om varför hon anser att marknadschef är den mest utmanande rollen på ett företag idag. Du får även höra om: Lärdomar från både startup- och byråvärlden Milstolpar och misstag som marknadsförare Och vad som hände med Anyfins Lånehaj-kampanj Här nedan hittar du som vanligt länkar till alla resurser som nämns i intervjun. Och efter länkarna så hittar du tidsstämplar till olika sektioner i intervjun. Länkar Mimmi Arndt på LinkedIn Anyfin (webbsida) Anyfin på Facebook Anyfin på Instagram Anyfin på LinkedIn Åkestam Holst (webbsida) iZettle (webbsida) Crossing the Chasm av Geoffrey More (bok) Adlibris Bokus Mod att vara sårbar av Brené Brown (bok) Adlibris Bokus Value Proposition med Geoffrey Moore (video) The power of vulnerability med Brené Brown (video) Start with why med Simon Sinek (video) Pitch the Promised Land av Andy Raskin (artikel) What is comms planning med Julian Cole (presentation) Ad Age (nyhetssajt) AdWeek (nyhetssajt) Resumé (nyhetssajt) Breakit (nyhetssajt) Di Digital (nyhetssajt) Techcrunch (nyhetssajt) The Next Web (nyhetssajt) Framgångspodden: #192 Christer Olsson (poddavsnitt) Apple Podcasts Spotify Framgångspodden: #300 Magnus Helgesson (poddavsnitt) Apple Podcasts Spotify Tidsstämplar [3:01] Mimmi berättar om hur hennes karriär startade med en praktik på en PR-byrå och internship på fintech-bolaget iZettle. Förklarar sedan mer om hur det var att komma in i startup-världen och på iZettle vid den här tiden. [5:40] Vi pratar om hur hon kom in som marknadskoordinator i ett marknadsteam om fem personer och rollerna hon sedan hade under sina fyra år på företaget. Mimmi beskriver sedan mer om hur man arbetade med marknadsföring. [8:58] Mimmi berättar om de roligaste man gjorde inom marknadsföring på iZettle. Bland annat det arbete de gjorde med taxiförare i Storbritannien i framförallt London i samband med Ubers lansering. [12:02] Vi pratar om varför hon lämnade iZettle för byråvärlden och hur det kommer sig att hon hamnade på just Åkestam Holst. Hon berättar sedan om vad hon tog med sig in i byråvärlden från iZettle. [18:10] Mimmi berättar om det prisbelönta konceptet “Där livet händer” med IKEA som hon var med och jobbade på. Hon berättar även om flera roliga uttag av konceptet såsom “Retail therapy” och vad termen tomtebloss betyder. [20:03] Vi pratar om vad det var som gjorde att hon gick tillbaka till fintech-världen efter tre år på byråsidan. Mimmi delar även de främsta insikterna hon tog med sig från iZettle och Åkestam Holst tillbaka till Anyfin. [22:17] Mimmi beskriver hur marknadschefs-rollen på ...

Andy Raskin helps CEOs align their teams around a strategic narrative — to power success in sales, marketing, fundraising, product and recruiting. Clients include venture-backed companies funded by Andreessen Horowitz, First Round Capital, GV and other top investors. He's also led strategic narrative training at Salesforce, Uber, Square, Yelp, VMware, Intel and General Assembly. To learn more and get in touch, visit http://andyraskin.com. Also, you can connect with Andy on LinkedIn: https://www.linkedin.com/in/andyraskin/ --- Marti Sanchez is a world-citizen entrepreneur who loves to write about himself in third person. Listen as I invite world-leading CEOs, business leaders, and special guests to get brutally honest about everything from current events to untold, raw stories. This unfiltered, hilarious, and surprising podcast is like Forbes but with cuss words. Instagram: https://www.instagram.com/marti_sanchez_ig/ Twitter: https://www.twitter.com/itsmarticanchez/ LinkedIn: https://www.linkedin.com/in/itsmartisanchez/ Newsletter: https://influencepodium.com/shaken-not-stirred-newsletter/

Andy is expert of story telling & strategic narrative and helped companies like Salesforce, Uber, Intel & many more! In this episode of Sales & Marketing Talk Show we discuss with Andy about: ✔️ Successful sales decks follow the same narrative structure as epic films and fairy tales. Why is that? ✔️ Why you should't talk directly about customers problem? ✔️ 5 steps of perfect sales deck

#49: Andy Raskin is an expert in messaging and positioning, and has helped some of the fastest growing companies in the world align their team around a strategic narrative.In this episode, we cover the biggest mistake most businesses make when telling their story, and how to tell a strategic narrative that will instantly establish trust with your audience and turn them into customers.If you've been looking for a better way to tell your own story, you'll definitely want to listen to this episode.Show notes and episode transcript at contentheroes.com/49

#025: A company without a story is a company without a strategy. Learn how to create a narrative that will reshape your buyers' journey, and hear Steve and Andy's thoughts on why LinkedIn, Andy's mom, and Ultimate Frisbee are all awesome.

In this episode of the GrowthTLDR, we talk to Andy Raskin, who helps companies with their strategic messaging and positioning. It's not easy standing out from the competition today. To do so, you need to have a story that separates you from everyone else. Andy helps companies do just that. We talk about why a companies sales deck is the best test of being able to construct a story that works for your prospects. It gives you the most immediate feedback. We talk about Andy's framework that he uses to help companies build a winning story and examples from Andy's clients on how they've successfully created that narrative.

Andy's path is fascinating. A love for technology, the ability to write and get paid as a journalist and then move into product ownership. With stints at Skype and Mashery Andy parlayed his experiences into something magical. Its way more than just "the best pitch deck he's ever seen" Listen in and learn about:  Old game vs new game Why your narrative is deeply connected to the sales deck Handling rejection from a VC What does the other side of an acquisition feel like? Moving from computer science to product marketing Understanding what a Strategic Narrative really means

We caught up with well-known positioning and messaging maestro Andy Raskin about the secret sauce behind his success, the difference between narrative positioning and descriptive positioning, the importance of getting CEOs bought in, and more. https://twitter.com/araskin/status/1232375840026980355 (Here)'s the tweet we reference throughout the show. --- "Narrative positioning seems to win every time. It's like who are the category leaders? What's the story they're telling? As we get more and more into this world where customers are bombarded by claims, it's the ones who are telling a story that is not about claims and that is actually about the customers."

To take your pitches, presentations, and positioning to the next level, you have to tap into the power of narrative storytelling. My guest today is Andy Raskin, strategic consultant and storytelling expert. In this episode, you’ll learn how to use storytelling frameworks to establish trust, create emotional connections, and gain traction. We covered: What Andy think “positioning” exactly is An example of a company that does narrative positioning well Can you measure the success of product positioning? How to create urgency in your positioning Why the CEO should lead the product positioning exercise How Andy implements his framework in 5 steps The one question that sparks debate in positioning discussion How you should approach positioning when you have multiple target audience What Andy thinks marketers should learn for the next 5,10, and 50 years Resources: Andreesen Horowitz First Round Capital Salesforce Intel Square Uber 5 Proven Methods for Positioning Your New Product Crossing the Chasm Drift Marc Benioff Zuora The Greatest Sales Deck I’ve Ever Seen Tailoring Your Pitch for Multiple Audiences Never Split The Difference Story: Style, Structure, Substance, and the Principles of Screenwriti

In this episode, we talk to Andy Raskin, who helps CEOs align their teams around a strategic story. Want to get a no-fluff email that boils down our 3 biggest takeaways from an entire week of B2B Growth episodes? Sign up today: http://sweetfishmedia.com/big3 We'll never send you more than what you can read in < 1 minute.

How would you want customers to answer this question:   How has (insert your company's name) changed your life? According to strategic storytelling consultant Andy Raskin, The Promised Land lies at the intersection of the change in the life of the customer to which we are committed and the undeniable relevant change in the world which makes that change necessary. We all want to be customer centric, yet often our mission statements reflect what WE want for our customers rather than being reflective of our actual customer. If we can reframe the company narrative with the customer as both warrior and hero alike, we will tell a more compelling and strategic story.  The language of that story will drive our actions and overall strategy as a company. And before we know it we won't just want to be customer-centric….we actually will be.

On this episode of the Marketing Swipe File, DG sits down with Andy Raskin – who he calls a Silicon Valley storytelling mastermind. Andy Raskin is a highly sought-after consultant who knows a good story when he sees one. Case and point, his post "The Greatest Sales Deck I've Ever Seen" has become an internet sensation, with nearly 80k views on Medium. So we got Andy to spill his top five storytelling secrets. The ones he usually only shares with CEOs and CMOs. Secret number 1? State a big, undeniable change happening in the world. Secret number 2? Show that there will be winners and losers. Want the rest? Listen to the full episode.

Andy Raskin says he "helps CEOs align their teams around a strategic story — to power sales, marketing, fundraising, product and recruiting". Nicole and Jon have been mildly obsessed with Raskin's ideas and in this episode breakdown his 5 elements for developing a powerful strategic story of your own.

Andy Raskin is a strategic messaging & positioning expert, helping leaders tell strategic stories.  Here's where you can find him:  https://www.linkedin.com/in/andyraskin/ https://medium.com/@raskin http://andyraskin.com/

No matter whom you're pitching—investors, customers, or colleagues— you'll be more effective by tapping the awesome power of narrative storytelling. In this episode, you'll learn how storytelling frameworks from film and other narrative arts can take your pitches and presentations to the next level.

No matter whom you're pitching—investors, customers, or colleagues— you'll be more effective by tapping the awesome power of narrative storytelling. In this episode, you'll learn how storytelling frameworks from film and other narrative arts can take your pitches and presentations to the next level.

Read the full transcription of this episode on the Heinz Marketing blog  Highlights: We discuss how the buying experience is broken and why the only way to fix it is to enable more conversations Here's an example of how this plays out: It's important to make it easy for your customers to buy B2B businesses have not adapted yet. Customers are still often required through a labyrinth of funnels and forms so they can talk to a sales rep What can B2B do about this? A sale doesn't happen without a conversation Is this because of "the Amazon effect" - customers are used to getting what they want on demand, with one click. Whether it's a taxi, a meal, a piece of furniture, etc. These buying expectations are carrying over to B2B purchases as well You need to make it easier for your prospects to have a conversation with you - whether that's through chat or on the phone And whoever gets closest to the customer wins (Netflix vs Blockbuster) Reps need to get closer to prospects, faster - and organizations need tools in place to enable that, while avoiding the clatter of non-sales related conversations Related Hyper Growth Marketing Sales Conferences com https://www.getmyresponsetime.com/ https://www.reallygoodchatbots.com/ More from our guest: Hey, I'm Dave Gerhardt.  I'm VP of Marketing at Drift and I've spent the last 7 years learning at SaaS marketing companies in Boston, including HubSpot and Constant Contact. During that time, I've launched products that have made it to the top of Product Hunt, created a top five business podcast on Apple Podcasts, landed multiple features in the New York Times, created a deck that Andy Raskin called "The Greatest Sales Pitch I've Seen All Year," and helped create the category of Conversational Marketing. I love building an audience and getting the right people to pay attention.

DG found out a secret that has completely changed the way he does public speaking. It turns out, if you actually have a good framework, public speaking can become easy. Anytime you’re stuck, you can use these five points to get unstuck. They work for everything from presentations to slide decks to blog posts and even emails. In this one, DG responds to Andy Raskin’s comment about Drift being more like a reality show than a vendor before moving onto his five-part presentation framework. Use the promo code SEEKINGWISDOM when you get your tickets to HYPERGROWTH 2018 and save $500 today (just $199 for your ticket). Visit https://hypergrowth.drift.com/ to get your tickets today and come see speakers like Jocko Willink, Molly Graham, Chaka Pilgrim, Amelia Boone, Grant Cardone, and more in September. PS. The Seeking Wisdom Official Facebook Group is live! One place, finally, for all of us to hang out, get updates on the podcast, and share what we’re learning (plus some exclusives). Just search for the Seeking Wisdom Official group on Facebook. On Twitter: @davegerhardt and @seekingwisdomio

Read the full transcription of this episode on the Heinz Marketing blog starting Monday, 7/16/18.   Highlights: We discuss how the buying experience is broken and why the only way to fix it is to enable more conversations Here's an example of how this plays out: It's never been more important to make it easier for your customers to buy This is because of "the Amazon effect" - customers are used to getting what they want on demand, with one click. Whether it's a taxi, a meal, a piece of furniture, etc. These buying expectations are carrying over to B2B purchases as well But businesses have not adapted yet. Customers are still often forced through a maze of funnels and forms before they can talk to a sales rep So what can YOU do about this? You need to make it easier for your prospects to have a conversation with you - whether that's through chat or on the phone Because a sale doesn't happen without a conversation And whoever gets closest to the customer wins (Netflix vs Blockbuster) Reps need to get closer to prospects, and do that quicker - and organizations need to have the right tools in place to enable that, while avoiding the noise of non-sales related conversations Definitely check out:  Hyper Growth Marketing Sales Conferences Drift.com https://www.getmyresponsetime.com/ https://www.reallygoodchatbots.com/ More from our guest: Hey, I'm Dave Gerhardt.  I'm VP of Marketing at Drift and I've spent the last 7 years learning at SaaS marketing companies in Boston, including HubSpot and Constant Contact. During that time, I've launched products that have made it to the top of Product Hunt, created a top five business podcast on Apple Podcasts, landed multiple features in the New York Times, created a deck that Andy Raskin called "The Greatest Sales Pitch I've Seen All Year," and helped create the category of Conversational Marketing. I love building an audience and getting the right people to pay attention.

The challenge of finding the perfect partner is matched only by the challenge of finding the perfect parking space in New York City. Jason Alexander ("Seinfeld") reads Andy Raskin's essay, about the search for love and parking in Chinatown.

Andy Raskin has worked with the likes of Uber, Square, Yelp and Salesforce to help these companies tell their stories. In this episode, learn what it takes to create a strategic narrative that converts.

In this week’s show, we’re talking about the tricky art of keeping your audience fully engaged at every stage of the funnel. We look at email, social, community and your website, and each of their roles in hooking people in and keeping them with you. And in the Content Report this week, we have a little chinwag about a rather enlightening article in the stinky cow principle by Andy Raskin. And yes, it’s as gross as it sounds! Mike also has something he’s very proud of. He’s completed Digital Marketer’s Content Mastery course (and even has a certificate to prove it!). So we talk through a little bit at how awesome that is. P.S. A fun fact for you - this was actually supposed to be episode 41. You’ll notice we make some references to Kentucky Fried Insects. The only issue is, Mike forgot to press record on that one, so the comedy genius of it all gets a little lost. We’ll redo it when Mike’s allowed back near the Zoom H4N. Let’s get to it!

Andy Raskin is truly one of the most brilliant people I’ve ever met. He has advised Uber, Yelp, Intel, and other Silicon Valley start-ups on how to craft a compelling story. He also graduated from Yale, got an MBA from Wharton, Co-Founded a start-up in the 90’s, produced game shows in Japan, worked on NPR’s “This American Life”, and was an editor for Time Inc. Andy also authored an article “The Greatest Sales Deck I’ve Ever Seen” which has generated over 1.3m views. I’ve personally been using Andy’s storytelling approach and it was completely refreshed my sales pitch. He lays out a great framework that anyone (Sales, Marketing, Product, etc.) can follow to tell a great story. If you liked the show, please visit Andy’s social channels, and if you want to learn from Andy directly, sign-up for his courses at the San Francisco General Assembly. Sign up for the weekly Millennial Momentum Newsletter. No BS, All hustle

On this episode of the Marketing Swipe File, DG sits down with Andy Raskin – who he calls a Silicon Valley storytelling mastermind. Andy Raskin is a highly sought-after consultant who knows a good story when he sees one. Case and point, his post "The Greatest Sales Deck I've Ever Seen" has become an internet sensation, with nearly 80k views on Medium. So we got Andy to spill his top five storytelling secrets. The ones he usually only shares with CEOs and CMOs. Secret number 1? State a big, undeniable change happening in the world. Secret number 2? Show that there will be winners and losers. Want the rest? Listen to the full episode.